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Connecting With Your Ideal Customers in the Digital Age

Content Is Profit

Tue May 27 2025

Summary

Content Is Profit Episode Summary Episode Title: Connecting With Your Ideal Customers in the Digital Age
Host: BIZBROS
Release Date: May 27, 2025

Introduction

In this insightful episode of Content Is Profit, hosted by BIZBROS, the conversation centers around effectively connecting with ideal customers in today's digital landscape. The episode features an engaging dialogue between Host A and Guest B, a seasoned business owner transitioning from a physical retail space to online coaching. Together, they explore strategies, challenges, and actionable insights to bridge the gap between content creation and revenue generation.

Guest Introduction and Background

Guest B shares her journey from managing a physical retail and creative co-working space to focusing on online coaching services. She highlights her experience with various businesses and the shift towards digital presence to reach a global market.

"Now I'm trying to draw people to my services, which is different. It's a connection back to me and what I can do for them personally."
[04:56]

Transition from Physical Retail to Online Coaching

The discussion delves into the challenges B faced while shifting from a local, experience-based business to offering personalized coaching services online. She expresses the difficulty in promoting herself without feeling narcissistic and the importance of maintaining authenticity.

"I've really struggled with that. Coming back to talking just about what I can offer people and my content. It feels narcissistic at times."
[05:06]

Challenges in Creating Content and Monetizing

B talks about her initial attempts to create online courses and memberships, which she found unprofitable and energy-draining. She emphasizes the need to align her offerings with clients' actual needs rather than what she assumed they wanted.

"I've learned that you can pitch something to people, but it may not be what they actually are needing... I need to hear more from the clients what they need before I put all the energy into putting something out there."
[14:42]

Strategies for Connecting with Ideal Customers

The conversation highlights proactive engagement as a key strategy. Host A and Guest B discuss the importance of initiating conversations, building relationships, and understanding customer needs through direct interaction rather than relying solely on content dissemination.

"People come to those conversations and then you can discover more about them and see if you can support them."
[43:40]

Importance of Proactive Engagement and Conversations

Host A shares their own experience of using podcasting as a tool to build authority and foster collaborations. They emphasize the value of having meaningful conversations that lead to potential business opportunities and client relationships.

"It was by accident... we pitch our service... and that's how everything started."
[22:21]

Examples and Case Studies

Several real-world examples are provided to illustrate effective strategies:

Collaborations and Workshops: B discusses her proposal to run workshops in a yoga studio, aiming to connect with health-conscious business owners.

"I've actually sent her a proposal where I run six sessions over three months in her physical space."
[36:27]
Leveraging Online Communities: Host A recommends joining relevant online groups to find and engage with ideal customers, sharing how their own Facebook group facilitated connections and growth.

"If you haven't signed up to the challenge, you can hang out with us in Content Is Profit and use our group as a practice."
[48:44]

Actionable Tips and Strategies

Both hosts provide practical advice for listeners aiming to connect with their ideal customers:

Initiate Conversations: Reach out proactively through messages or direct interactions on platforms where your audience congregates.

"DMs on Facebook or messages, you know, and maybe we do like an afternoon coffee slash morning coffee for you."
[07:08]
Utilize Online Communities: Engage in Facebook groups, LinkedIn, Reddit, and other relevant forums to find and interact with potential customers.

"How can we find them? And then it's like, how can we put the content in front of them?"
[31:16]
Simplify Engagement Processes: Instead of complex funnels, offer straightforward ways for potential clients to connect, such as quick calls or interactive sessions.

"Hey, I'm looking to connect with more people around the world about, you know, X topic."
[43:51]
Adapt and Pivot: Be willing to adjust your strategies based on feedback and what resonates with your audience.

"I can see it doesn't serve... I'm going through this change of selling my house and moving."
[14:42]

Conclusion and Key Takeaways

The episode wraps up with a mutual encouragement to embrace proactive engagement and adapt content strategies to align with customer needs. Both Host A and Guest B underscore the importance of authenticity, building meaningful relationships, and continuously refining approaches based on direct interactions and feedback.

"I know you do a lot of solo shows, right? And it's not... you don't have to do interviews."
[26:28]

"I've got to shift from the physical in-person connection to the online and that's where I've got that disconnect."
[48:05]

Key Takeaways:

Proactive Engagement: Actively reach out and initiate conversations with potential customers.
Authenticity Matters: Maintain genuine interactions to build trust and meaningful relationships.
Adaptability: Be flexible in your strategies, willing to pivot based on customer feedback and changing circumstances.
Leverage Online Communities: Participate in relevant groups and forums to connect with your target audience.
Simplify Conversion Processes: Make it easy for potential clients to connect and engage with your offerings.

This episode of Content Is Profit provides valuable insights into bridging the gap between content creation and revenue generation through strategic, authentic, and proactive customer engagement in the digital age.

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Transcript

A (0:00)

Hey, guys, and welcome back to Content is Profit. Today is a very different episode. Last week I had the opportunity to hop on a call with two of our Business Creator Club founding members and it was exciting. It was a call to get to know them and get to see, you know, what are they currently doing, what do they need help with? And it turned out to be a very fun call. And then their feedback was incredible. They loved the format and they love, you know, the things that we talked about on where we want to take the community. So we thought it was useful for the people out there listening to us or watching us to consume. So if you have any lessons, if you have any comments, if you have any type of feedback based on today's episode, let me know. We have two of this. So make sure to listen to both of them. They're both very specific case studies different from each other, but I think there's a lot of lessons that we can take from this. So super stoked if you are. If you're not yet in our Facebook community, you can go to facebook.com and search content is Profit Facebook group, where they. We just wrapped up running a 17 day challenge. But if you want to be part of the Business Creator Club, which is a step up based on that, it's Business Creator Club and we'll see you there. Oh, and I almost forgot, I did not record on Zoom when we're doing this, and lucky us, we were recording in our note taker or AI notetaker. So the recording that you're about to watch, if you listen, I don't think there's an issue, but if you're watching, it's gonna look like you're watching a film from the 80s. So anyways, I apologize obviously for the quality, but I think as far as like the content goes in the conversation, it doesn't take away. But that's why if you're watching it, it's gonna look a little bit different. All right, with that, enjoy the episode. And we have 17 dares that we're doing with people. People started today. So you're still in time and you're like technically living in the future. So you're way more. You're way more than in time.

B (2:09)

So many levels.

A (2:10)

Yeah, yeah, yeah, yeah, yeah. So, yeah, I'll do that because the, the people that are in the chat, that's why I also send the email for you guys to book, which you got. That's why you booked the session. I think it's. Those are the first people that we're going to be also kind of reaching out. And we have a couple of, like, calls here and there that, you know, you might want to join. But. But yeah, also an opportunity to meet awesome people in the group. There's about 300 in the Facebook group right now, I think active in the challenge. We have about 40. So today that there was. If you were to write a book, what book will you write? And we've getting so fun and so interesting answers.

B (2:51)

A (22:26)

It started. So yes and no. Right now is a little bit different because we're in the network, so we do a lot of. If you listen lately, there's a lot of, like, solo episodes. And Fonzie just became my dad, so he's a little. He's. He's taking his leave for us for a few months. But. But yeah, initially, and it was by accident. It was like interview number 16, I think he was. And the person after the conversation that we did for the show, which the top applies to what we wanted to do. And we were in a position where in 60 days we needed to sell something because that was it. Like, we had to. And it was mid Covid. Everybody closed, so we had no idea what we were gonna do. And the person was like, well, guys, like, I had a great time. What do you. What do you guys do? And after that conversation, we kind of be like, we pitch our service. We're like, well, but what we do, I don't know if it's for you, but we do. We do production. And the guys, I need somebody that can handle remote production. Like, we already record this stuff, and I can send it to you guys. And that's how everything started. And we're like, wow, this is pretty interesting. So we were put in a position where we now starting to think about audience in a very different way. Because audience, you put the content out there, and whoever's consuming that, we consider them audience members, right? But at the same time, the person that we're creating with, like, that collaboration, they are also part of the audience. That's. They're the first member of the audience because they're listening to you say the things that you say with them, right? So the approach that we kind of took was, instead of us interviewing them, was let's have a conversation about this topic together. And that puts us in a level of authority with. With them instead of below them, right? We're like, we're having a conversation about this topic. I might be wrong, you might be wrong. Mostly our guests are more right than we are. But at the end of the day, it's like, we're also showing kind of what we know, what we can do. So what that does is, in their eyes, it opens the door to a conversation after. So we establish a process right after for collaborations. And this works in any medium. Like, if you do an Instagram collaboration, I was just on a call with somebody that does newsletters, so same thing. How can I connect with that person? That could be an opportunity for me down the road. So that could be a referral partner. That could be a person that opens a location for you to do a class in there. Maybe somebody that has the audience that you need. Maybe they become customers. So what we do after the conversation is. Hey, man. Mary, I just had a great conversation with you. Thank you so much for coming. This was incredible. My favorite topic was xyz. I'm sure, like, this is going to be super helpful for the audience. I would love to explore ways where we can collaborate more. And, like, if we don't. If we don't believe that we don't Say it. There's people that have been coming the show, and we're like, I don't want to be involved with that person. Right. I don't even know why we say yes to that conversation. It doesn't happen often. It's happened a lot with cold pitches, like agencies that send people. And we think front phase might be the best idea, but that's what. We're very reserved on who we bring, because we want to be honest about the relationships that we're building. We're like, okay, we like that person. And after that, what we pitch is just depends on what side of the business they're in. But for the agency, we're like, hey, I would love to show you what we do and see if we can collaborate. And I leave it open like that. And then we set up the COVID Hey, can we talk tomorrow? Can we talk in the next couple of days? And that initial frequency of conversations allowed us to connect with more people and learn about their needs. So we initially were providing a different service, but what they needed was a multipurposing, and that's why we landed there. So my, my. I guess my challenge to you, because I think you do a lot of solo shows, right? And it's not. You don't have to do interviews.

A (27:33)

That's awesome. Yeah. I see here your playlists. So, yeah, I think initially is because what happens is there's two ways that again, back to those levers, which are your messaging, right? Like the things that you say that connect with your audience, the problems that you solve, then you have the way that you create. So in that you have your studio shed, right, for example, or you do a talking head video. What's the creation method? Then you have your production, which you, I'm guessing it's probably you, or you have a video editor that kind of supports you in there. It's you. Okay, well, you're doing a great job, but it's normally where it starts, right? And obviously that takes some resources and time. And then you have distribution, which you could have organic distribution, and then you can have paid distribution. Then that distribution connects your business or your content to the monetization system, which depends obviously on your offer, your product, what are the solutions that you're solving, and then how do you manage that? Those are like the six levers. And we're going to go deep into those in business creator club, specifically, where we're going to talk and bring different examples and solutions for each one of them depending on where you are. So for example, on your monetization, it's like, how do we cross the line across all those? So let's say perfect, you have a YouTube channel, that's the distribution channel for your content right now. So YouTube wants your content to do good. So there's going to be some data in the back that is going to give you back on what kind of video was an outlier. Where do people watching the click through rate these different things. But that's also based on what audience are looking for and where the audience is presented. So specifically on YouTube, this is something that we started trying out for a show not so long ago. Our show does a lot better in audio than on YouTube. So on YouTube, we decided to try, excuse me, some paid per paid promotions. So there's a little tab in there that says promotions. You click on it and then you can run, let's say $20 worth of ads for your video. What that does is just speeds up the process of your content being introduced to a cold audience and then they gain subscribers. And we started testing like $20 a video and we did it for about 10 videos and we got to 5,000 subscribers on YouTube. Here's the kicker. We learn a ton from there and we're like, wow, on YouTube, people are not watching past the first like three minutes. But in audio, our podcasts are being listened 70%, 80% to completion. Right. It's very different audiences. So at that point we had to make a decision, okay, well, for us, the people that we connect with and that come to our world come from the audio podcast mainly. So maybe that strategy for YouTube, we're not going to change what we do there because we feel good about our creation process. We love the people that we bring and we understand that we're on YouTube. We're competing with a different type of shows or a different type of content, right? Like three minute videos, five minute videos, entertainment galore, right? Like fast action. Like there's many different things and production levels that maybe at this time we don't want to do or we can't do. So we're like, okay, we learned from that, but we can still get that data and be like, okay, how can we get the click through rate from 5% to 7%? Well, we improve our thumbnails, we improve our headlines and our titles. But that paid aspect speeds up the feedback versus a hundred views that might look. So there's things and tactics that you can do based on that. Now that's for like that front end audience.

A (33:24)

Yeah. And look, it's like everything is a hypothesis, right? We're like, okay, for this next month. This is a production layout and the volume that we're going to do, we're going to put it out there in organic and then we're going to do X paid strategy. Because there are a thousand paid strategies depending on the platform, Right. And then you see what they do. And at the end of the day, we have to look at, okay, maybe what's your goal? Your goal is to get clients, right? And get clients at what price point? So there's not only the element of the content side, but also the element of, like, how many conversations are we having? And then you have all the elements of like, okay, well, are we actually presenting a solution for the actual problem that there is? So that's why initially, from that zero to like five, it's like, okay, how can we get in as many conversations as possible? Like one on ones? Kind of like every time we launch something new, we like to hop on this call, for example, to find out what the real need is. Because we gotta also decide and be like, is that the thing that we can actually deliver to our community or our customer or our lead? Right. So this just happened also with the call that I had before. Sometimes we, as maybe business owners or creators, we're very passive on expecting the people to come to us and we forget that we can also be very proactive about it. So my. I guess one of my challenges will be where are some online communities or places? Like, where are those places where your ideal customer is today? Right. You have one example, which is the company that you work with right now. So that's a pool of potential customers for your business. So similar to that, where can we find them? And then it's like one, how can we put the content in front of them? So if they have a newsletter, if they have a content vehicle that you can also plug in, awesome. But at the same time, it's like, how can we establish conversations with them? Do they do workshops? Can I go and do a workshop with them? Can I reach out to each one of the members and give them a phone call and be like, Hey, I don't know if this is for you, but I do. X, Y, Z. Would you hop on a 10 minute call with me? I just need a couple questions and I would love to answer any of your questions regarding that topic. For example, you'll be very surprised how many people say yes. So that proactiveness, it's I guess sometimes overlooked and that's what helped us gain momentum initially. Yes, yes. And it was like regardless of the content that we're creating because we know that our content is going to grab traction and it's going to discover some people and it's going to get to them. But because we didn't have money to do paid or, you know, we didn't have direct response, we didn't really have a proven product back then. And we're still developing some side on the agency side. We know exactly what we do and who's our ideal customer. But initially we need to figure, we need to have those conversations with those, with those people. Right.

A (38:03)

Yeah, I'll I'll leave you with a couple of examples and maybe you can grab some ideas. And again, like the group, my inbox is open. If you have any follow up questions like that, that email that you got on that or that text, feel free to send it back. I'm happy to answer that way. But also, once we open the community, it's going to be like open Q and A sessions where we can jump on. And it's not, not just us, but anybody that can jump, can support. And also inside of the community, but we have Karen. She's. She's on the agency side, she's our customer. And she's also a coach for women here in the States. And she does a very interesting event, which breathing event. So she brings all these women and they do a breathing session and it's amazing. And that's her way in into her coaching. She doesn't coach the breath, she doesn't coach breathing. She. She coaches these women how to like go back to their fullness and energy and all these things, you know, because, you know, if you live in the city in America, it can be a little depressing sometimes. Yeah. So, but that's a very unique, it's not like a business tailor event. And she works mainly with business. A very unique type of workshop that she does. And sometimes these workshops are also advertising marketplaces, you know, like Eventbrite or like these, these platforms that already have, you know, traffic and then they sign these up. So she does once a month and so on, and that seems to be working with her to get in those leads. Then she brings them into her show or her podcast and then from there they start collaborating together. You know, some people can become that. There's another guy that he did this a lot through Covid, I think he still does it, but he does daily conversations on Instagram Live. So he has his show, which is like the main that you see topics that he talks about. He keeps it for himself. But then on Instagram he does a daily conversation with somebody. So he reaches out with somebody, has an interesting story on the platform and then they hop on an Instagram Live together. Right. So if you're familiar and that can be done on Facebook, that can be done, whatever. But he chose Instagram because he's familiar with the platform. And it's the same thing. It's like we're collaborating together, we're talking about a specific topic for 30 minutes and then after that is like, hey, I would love to collaborate. And when he did it to us, we're like, that's incredible because that's how we can also kind of start connecting with people at a higher frequency. So we used to do the show three times a week. He did it once a day. Once a day. So we're like, oh, at the time we launched something called Content Bites to increase the frequency of conversations. So it was a pre content is profit. So we'll have one a day. And then from those they will graduate to content is profit. And we still build a really cool relationship. So maybe you have something like that where it's like, hey, I want. If you want to increase the frequency, maybe we do two questions about this topic, you know, and it could be any topic, but the idea is to spend quality time with that, with that.

A (41:25)

Yeah, absolutely. I mean, she almost like she skipped that step, which is totally fine. Right. And then, you know, if she wants to, I think at that point, I mean, nothing wrong to have her on your show if you feel like that's valuable to her. But that's the result of like these conversations, right? You connected with her. So that proactiveness. And you know, there might be, I'm sure there's communities online where they might be asking questions, right? Facebook groups, Reddit groups like LinkedIn, like wherever you feel like your customer is, that they might be asking the questions that you can answer. So, you know, once a week, once a day, you can come in for a few minutes, answer those questions, friend those people and be like, hey, Louise, I saw that you had this question on Facebook. I answered them in the comments, but here's the answer just in case. And I would love to connect with you and learn more about, you know, you and what you do. Will you be down for like 11 minute call? And people are like, 11 minutes, that's weird, all this specific. But it will be, you'll be very surprised. People hop on. It could be a 50 minute call, 20 minute call. We tend to see with like people that we don't know, shorter time, it's a little better. And you'll be very surprised. Like people come to those conversations and then you can discover more about them and see if you can support them. Right? So there's a couple of ways that you can go about do that. But my question to you is, what's the. Maybe you Go back to an example of how you created that relationship that ended up being coached. How do you, how can you replicate that? Like what's the fastest path to the least resistant path to cash, for example. Right. Where a lot of people starting with contents, like the path looks like, create content, send to a landing page, book a call sales page, you know, order page with so ton of steps is really challenging versus hey, let. I love what you comment here. Here's my answer. Can we help on a quick call? Now we have the connection, now we have the conversation and we can then from there. That's up to you on how you can do that. There's obviously ways that you can, but I think that how you compress that is through that and I hope that kind of helps.